Is that Cotton Candy I Smell? State Fair Tries its First-Ever Olfactory Signage
East Rutherford, NJ – June 2012 – Is that cotton candy I smell? Shoppers in New York and New Jersey are in for a treat this month as State Fair Meadowlands unleashes its “Scratch & Sniff” mobile billboards, with the distinct smell of the sugary summer treat.
State Fair Meadowlands is using the billboards to promote its annual summer fair, held in the New Meadowlands Fairgrounds, next to the MetLife Stadium in East Rutherford, NJ, from June 22-July 8.
Beginning June 16, two mobile billboards will visit major shopping malls in northern New Jersey and Staten Island, NY, offering Father’s Day shoppers the unique experience of scratching and sniffing a larger-than-life stick of cotton candy. Afterwards, the billboards will travel to commuter locales, malls, city centers and other points of interest in New Jersey and Staten Island, spreading the word about the upcoming fair.
The billboards were designed by Mike Guarino of NJ Creative Direction, an advertising and design agency based in Summit, NJ. The signage, which utilizes fabric saturation and scent diffusion, will be showcased on two mobile billboard trucks owned and operated by Billboards2Go, headquartered in New York City.
“The smell of Cotton Candy evokes memories of summertime and fun at State Fair,” said Al Dorso, president of State Fair Group, which owns and operates State Fair Meadowlands. “We have